Sometimes it’s really difficult to explain the concept of rape culture to the unconvinced. Some people still believe there is rape – which bad people commit – and a surrounding environment which does nothing to condone it. If they do nothing else, Lynx adverts, with their jaunty sexism and teenage bedroom fantasies, make it that little bit easier to show how distorted concepts of seduction feed into a belief that consent doesn’t really matter.

That’s right, ladies, when a man you’ve never met before gives you flowers, you’ll know he’s acting on Impulse (which obviously makes it totally reassuring and not at all stalkerish, or so my 11-year-old self used to think). As ever, the expectations placed on men in response to female body spray were considerably lower than those placed on women in response to Lynx. Women detect a little Lynx Apollo and they’re whipping their bras off to reveal ample, if somewhat artificial looking, tits. Men get a noseful of Impulse Chic and the most they’re expected to do is proffer some limp Gladioli (tip: most women would rather have booze. Or even a book token, to be honest). To make matters worse the ball is then back in the woman’s court (he’s bought you some flowers, you say? Time to whip your bra off to reveal ample …). It’s not great, is it? And all this is before we get into the deeply disturbing overtones of a tagline which suggests men can’t really control themselves anyhow. [Rest.]